If you’ve ever sat staring at your phone thinking, “What should I even post today?” — you’re not alone.
As we mentioned in our previous blog, you should be spending around 6 to 10 hours per week on social media, posting at least 3–4 times per week on your main platform. In 2025, algorithms favour consistent posting and audience interaction more than ever.
But here’s the truth: consistency without creativity is boring. If your content mix looks the same every week, your audience will scroll past it. That’s why you need a diverse content strategy, not just to keep your feed fresh, but to increase engagement and build deeper connections with your audience.
Here’s a breakdown of what you can post to keep your brand alive, relevant, and growing in 2025.
- Educational Posts (Value First!) Educational content positions your brand as an authority. Sharing how-to guides, tips, or industry insights not only adds value but also builds long-term trust. Pro tip: Break down step-by-step tips into visuals using Canva or Instagram Layout. For example, Purina UK and Petfinder once used Instagram collages to highlight over 466,000 pets waiting for adoption, while also teaching basic pet training tips in an easy, shareable format. This type of post is easy to save, easy to share, and more likely to go viral.
- Behind-the-Scenes Stories People don’t just buy products; they buy connections. Behind-the-scenes content humanises your brand, making your audience feel like insiders. Show your office culture, team moments, or even work-in-progress teasers. For example, a brand likes Tiffany & Co. once posted a photo of an artist painting a backdrop for their flagship store. While Starbucks often shares snaps of baristas crafting drinks. It doesn’t have to be fancy: even a quick snap of “Friday office snacks” or “Meet the team” goes a long way.
- Promotions & Limited-Time Offers If you need quick engagement, run a promotion. Flash sales, giveaways, and discount codes create urgency and drive instant action. But here’s the trick: don’t overdo it. Combine promos with value-driven posts so your audience doesn’t feel like you’re only selling to them. Follow the 80/20 rule – 80% value-driven posts, 20% promotional to keep it balance.
- Polls & Q&A Sessions Interactive content is gold. Polls and Q&As not only boost engagement but also give you real insights into what your audience wants. Try asking:
- “Which product should we launch first?”
- “Do you prefer A or B?”
- “Guess what’s coming next…”
People love to share their opinions — and you get free market research.
- Short-Form Video (The Fastest-Growing Format) Whether it’s Reels, TikTok, or YouTube Shorts, short-form video dominates in 2025. Show tutorials, customer testimonials, or even light-hearted skits. Example, One of our clients, a Manchester coffee shop, doubled foot traffic in 6 weeks just by posting latte art videos and running a geo-targeted Instagram ad.
- Engage Every Day Reply to comments, answer DMs, and join conversations. Social media is not a megaphone, it’s a conversation. By actively engaging, you humanise your brand and turn casual followers into loyal fans. One meaningful comment is often more powerful than ten generic likes.
- Contests & Giveaways (But Be Smart About It) Contests are great for boosting awareness, but make sure your prizes align with your audience and valuable.
Free coffee for a café = cheap prize 
Free iPad = Great prize will attract more people to join
But bear in mind, if your strategy is to increase sales or your brand awareness or increase brand loyalty, an iPad giveaway for a coffee shop is not ideal — it will only attract random people who don’t care about your brand. For example, if you sell cakes, offer a custom wedding cake instead of an iPad. That way, you’re rewarding real customers and targeting future buyers too.
- Show Your Purpose (Charity & Causes) In 2025, people connect with brands that stand for something. Highlight your charitable side, whether that’s giving employees a day off to volunteer, fundraising for a cause, or supporting local communities. Example, A brand like Purina shows support for Petfinder by helping rehome dogs. Rare Beauty by Selena Gomez supports humanitarian causes, such as providing aid and donations to people in places like Palestine.
- Share Expertise & Solve Problems Be the go-to source in your niche. Instead of just selling your product, share why it matters. Example: A fruit supplier could post tips on growing without pesticides, ensuring freshness, and sustainable delivery. That way, they’re not just selling fruit — they’re solving a customer’s trust problem.
- Tap Into Trends & Events Social media thrives on what’s happening now. From holidays and cultural moments to viral memes, timely content can skyrocket your reach.
Examples:
- Holiday greetings tied to your product
- Relatable memes adapted for your audience
- Niche days like International Coffee Day or Movember
But — do it tastefully. Don’t force yourself into a trend if it doesn’t align with your brand (remember SpaghettiO’s Pearl Harbor blunder).
- User-Generated Content (UGC) UGC is one of the most powerful forms of social proof. Encourage your followers to share photos, reviews, or stories about your product, then feature them. Not only does this save you time on content creation, but it also builds a community around your brand.
- Storytelling (Yours + Your Customers’) Every brand has a story. Share your why, your struggles, your wins, and your lessons. At the same time, feature your customers’ stories. When people see how others use your product or service, it becomes more relatable and trustworthy.
It’s normal for you or anyone to run out of social media content ideas, but staying stuck is optional. By mixing education, storytelling, promotions, interaction, and authenticity, you’ll never run out of ways to connect with your audience. If you want a free step-by-step content calendar template for 2025, subscribe to Otinga’s newsletter and we’ll send it straight to your inbox.
